‘We’re a mass-market product, so we want to appear on the news pages rather than travel pages or niche media,’ said Teletext PR manager Kathryn Williamson, who joined the company from lottery operator Camelot in May last year.

Teletext will decide on a four-strong shortlist next month for an October pitch that will include two-and-a-half-year incumbent Band & Brown and The Braben Company, which this year launched the Teletext Holidays satellite TV channel.

‘We’re aiming to have four very different agencies on the pitch,’ said Williamson.